H3G, COMPACT STORE
As a part of a new capillary distribution strategy H3G is intending to open 600 new branches operated by H3G. To reach this goal of 450 stores, a tight targeted budget of 12.000, - € for the furniture and 25.000, - € for the total conversion of each outlet was set.
The projects is based on the concept of using exclusively the standard typology of Italian shop - una luce, or one window - with the floor area being between 20 and 40 sqm and containing a single shop window. S&P needed to create a concept with simple and bold elements, that can create a lasting impact and concentrate on a few elements that have a lasting and memorable effect.
The intelligent zoning of the space, permits the optimisation of space and shopwindow to increase the visual impact. This is emphasised by some details like the striped Wallpar on the backdrop wall, the black floor and ceiling and centrally position in front of the activation desk, the interactive element. The dynamic product display on the walls, with its strong triangular character, is based on an interchageable modular binary system, that permits the use of images from the advertising campaigns.
The project is a very down to earth problem, that requires a clever and innovative, but inexpensive proposal. A simple communicable idea (is around the subject of three) given the unusual height of the store interior, communication on the wall will be important.